Digital Marketing Analyst

Marketing Plano, Texas Yarmouth, Maine


The experienced Digital Marketing Analyst is an integral member of the marketing data team, which supports Tyler Technologies' corporate and divisional strategic initiatives by providing marketing data analysis, insights, and reporting.

The Digital Marketing Analyst will provide reporting and analysis of all digital marketing activities and help guide data-driven decisions for online marketing tactics and investments. The Digital Marketing Analyst will collaborate closely with field and shared services marketing teams to understand a broad set of business objectives and provide insights and recommendations for the key performance indicators of each. The Digital Marketing Analyst will also work with marketing data engineering, technology, and web teams to optimize tracking mechanisms across digital assets and assure data dashboards are accurate and continually improving.


Reporting and Data Analysis
  • Serve as subject matter expert for all online marketing data sources.
  • Work across other shared services marketing teams to develop and oversee digital tracking requirements and identify opportunities for marketing reports to include additional digital metrics.
  • Work with marketing data engineering team to ensure data accuracy and completeness in dashboard visualizations.
  • Administer Google Tag Manager tool.
  • Optimize Google Analytics for advanced measurements and tracking.

Data Analysis and Interpretation

  • Conduct in-depth analysis of all digital marketing activities including, email campaigns, website visitor behavior and SEO performance, social media, digital advertising, and online video performance.   
    Work with marketing data manager to establish marketing activity funnel and track performance throughout customer journey.  
  • Identify data trends, patterns, and anomalies to provide insights into digital marketing performance and identify areas for improvement or additional investments.

Reporting and Visualization

  • Generate regular reports to communicate key performance indicators (KPIs) and trends to marketing and leadership teams.
  • Work with marketing data engineering team assure digital marketing data visualizations present complex information in a clear and accessible manner.
  • Deliver ad-hoc digital marketing reports as required.

Marketing Strategy Support

  • Collaborate with digital marketing and other field marketing teams to understand their business objectives and provide data-driven recommendations for campaign, social, and advertising optimization.
  • Partner with web technology team to evaluate website performance and make data-driven recommendations for site navigation, content optimization, and user experience.
  • Partner with creative services and field marketing teams to understand video strategy and provide data-driven recommendations for content, placement, and interactive components.  
  • Assist marketing data manager in the evaluation of marketing strategies based on digital insights. 

A/B Testing and Experimentation

  • Analyze and report on the results of experiments to inform future marketing initiatives. 

Continuous Learning and Innovation

  • Stay informed about industry trends, emerging technologies, and best practices in digital marketing analytics. 
  • Proactively explore new data sources and analytical tools to enhance the depth and accuracy of marketing insights. 
  • Associate or bachelor’s degree in marketing, business analytics, or related field, or comparable work experience.
  • 3+ experience providing analysis to marketing or sales teams.
  • 3+ experience with Google Analytics tools.
  • 3+ experience Data visualization tools, Microsoft Power BI preferred.
  • Experience reporting on digital marketing performance including online advertising, website performance, and outbound campaigns.
  • Knowledge of marketing automation and web platforms.
  • Knowledge of digital advertising platforms, Google Ads preferred.
  • Strong communication skills with ability to influence digital marketing strategy decisions.
  • Strong partnering skills – must work collaboratively across marketing teams to understand business objectives and success metrics.
  • Must be self-motivated, have a high level of attention to detail, and ability to solve problems creatively.
  • Proficiency in Microsoft Office